Nike culls Indian retail partner network
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Sneaker giant Nike India has more than halved the number of its retail partners, from around 350 to just 150.
The cull is part of a global strategy to reduce the number of physical sales points to focus online and on its own flagship stores. Nike has singled out 12 major cities internationally where it will focus on building brand awareness and market share, including Tokyo and Shanghai, in Asia.
Moving forward, Nike India will work with just a single reseller partner which will operate the brand’s offline stores. Nike will run its own online store.
The consolidation of the Nike India network began in 2016 but has gathered pace in recent months as the international initiative gained a higher profile.
Questions & Answers
Q.Why has Nike significantly reduced its number of retail partners in India?
Why has Nike significantly reduced its number of retail partners in India?
The reduction in retail partners is part of Nike's global strategy to decrease physical sales points. The company aims to concentrate its efforts on online sales and its own flagship stores instead.
Q.How many retail partners does Nike India now have after the cull?
How many retail partners does Nike India now have after the cull?
Nike India has more than halved its network, reducing the number of retail partners from approximately 350 to just 150. This consolidation has been ongoing since 2016.
Q.What is Nike's strategy for its physical and online presence in India going forward?
What is Nike's strategy for its physical and online presence in India going forward?
Nike India will operate its own online store directly. For its offline stores, the brand will collaborate with just a single reseller partner to manage those physical locations.
Q.Is this reduction of retail partners specific to India, or part of a wider plan?
Is this reduction of retail partners specific to India, or part of a wider plan?
This move in India is part of a broader international strategy by Nike. Globally, the company is reducing physical sales points and focusing on specific major cities for brand awareness, including Tokyo and Shanghai.
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